Two remarks about New Zealand marketing: the simple things can be missing. Don’t get me wrong: Kiwi advertising (as opposed to marketing overall) is pretty smart, but I think in our pursuit of the higher context, we miss the lower ones sometimes.
   The Breeze, a Canadian-owned radio station here, has been running TVCs of late. Obviously getting people to tune in. The only thing: the ad does not show the FM frequency. Nor does it tell us the website. Sure I can Google away, but I would not mind if a commercial got me past the desire part into action. The last time these guys ran a TVC that I remembered the frequency from, it was called Radio Windy 89, and the frequency was, you guessed it, 890 kHz, on AM.
   Ah, stuff it, I’ll just continue listening to Groove 107­·7 FM. None of that emo crap.
   Meanwhile, since smoking indoors is illegal here, at least at work, it’s commonplace for folks to go outside. But if your company is the Body Shop, it looks out of place. One of my interns has the image on her cell after I encouraged her to shoot it. Smokers outside the Body Shop might not be the right message for the brand—and is a good example where, maybe, a smokers’ room or area might be a good thing. It’s also a strong example of where brand-thinking could be a good place to start when it comes to marketing matters. Posted by Jack Yan, 05:53  permalink

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